Wang, Pengji, and McCarthy, Breda (2026) Are Senders of eWOM Biased? The Role of Personality and Collectivism. International Journal of Tourism Research, 28 (3). e70354.

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Abstract

The transmission of biased eWOM reduces the usefulness of online reviews to consumers and, if negative, is likely to affect a brand's image adversely. This research aims to investigate how traits, attention-seeking, and taking-the-lead make senders of eWOM subject to either the positivity or negativity bias, and how the cultural value of collectivism refines this relationship. A sample of 345 Chinese consumers was formed, and the data from an online survey was analysed using PLS-SEM. Results show that the attention-seeking trait makes Chinese people more susceptible to the negativity bias; however, a collectivistic culture weakens such a relationship. The taking-the-lead trait makes Chinese people more susceptible to the positivity bias, and a collectivistic culture strengthens this relationship. Our findings of the personality-culture nexus make a novel contribution to the eWOM literature.

Item ID:	92051
Item Type:	Article (Research - C1)
ISSN:	1522-1970
Keywords:	collectivism, eWOM, negativity bias, personality traits, positivity bias
Copyright Information:	This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. © 2026 The Author(s). International Journal of Tourism Research published by John Wiley & Sons Ltd.
Date Deposited:	26 May 2026 23:09
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